What Waitrose Can Teach Us About Building a Content Ecosystem That Actually Works
In a world where attention is scarce and trust doesn’t come easy, brands are under more pressure than ever. It's not just about pushing products anymore - it’s about creating content ecosystems that people actually want to spend time with. Surprisingly, one brand doing this really well? Waitrose.
Yep, the upmarket supermarket you probably associate with posh cheeses and free coffee has quietly built a smart, multi-channel content strategy that nails the balance between storytelling, usefulness, and driving sales. And honestly, there’s a lot we can learn from them (well I definitely can).
Entertainment First, Brand Second (But Still There)
Take Dish, their podcast hosted by Nick Grimshaw and Angela Hartnett (and yes Waitrose do a podcast I am as shocked as you are). At first glance, it’s a laid-back celeb chat show with a foodie angle. But look a little closer and it’s actually a brilliant bit of branded content. Guests are served a dish that’s linked to the conversation - and crucially, tied back to Waitrose’s own product lineup. No hard sell, just a seamless nudge: like what you hear? Tap the app and get the ingredients.
It works because it’s genuinely entertaining. It’s repeatable, it’s got strong personalities at the helm, and it builds emotional connection. It’s the kind of podcast you’d listen to whether or not it was made by a brand -and that’s exactly the point.
For anyone trying to build a content ecosystem that drives loyalty and engagement (while still helping the bottom line), Dish shows how it’s done: keep it fun, keep it frictionless, and always bring it back to value.
Big Campaigns, Content at the Core
Another thing Waitrose does brilliantly? Turning big campaigns into content ecosystems. I’ve been low-key obsessed with their Christmas ads for years, and the recent “Who Ate the Cake?” one is a perfect example. Instead of just doing the usual heartstring-tugging festive film, they turned it into a full-on whodunnit-with characters, twists, and a proper storyline.
But here’s the clever bit: it didn’t stop at the ad. That one story became the spark for a whole wave of content-follow-ups on social, product tie-ins, even encouraging people to share their own theories or recreations. It wasn’t just an ad anymore; it was a moment. And it invited people in.
The key thing is that all of this content isn’t just there to look nice. It’s doing a job. Whether it’s nudging you to try a recipe, listen to a podcast, or join a live cook-along, it’s all designed to move people through the funnel-without feeling like a hard sell. Smart, right?
Content That Works at Every Level
What really makes Waitrose’s content strategy tick is how well it’s layered. They’re not just throwing stuff out and hoping it sticks-they’ve built a full funnel, and every part plays a role.
At the top, you've got the brand-builders-the big, entertaining pieces like Dish and those brilliant seasonal campaigns that get everyone talking. Then in the middle, they keep momentum going with smart influencer tie-ins and consistently strong editorial content-especially in that long-standing print mag (which still totally holds its own) - Waitrose Food Magazine
And when it comes to driving actual action? They’ve nailed that too. Think recipe videos, “how-to” cooking guides, app integrations-it’s all designed to make that jump from watching to shopping feel completely natural.
Even their Cookery School fits into the mix. Whether you’re there in person or following along online, it’s another touchpoint that deepens trust, shows off their food credentials, and makes you feel like you’re part of their world (I certainly do!)
It's a full content ecosystem with purpose behind every piece—and that’s what makes it so effective.
At BearJam - We help brands tell stories that stick. If you’re ready to build a content strategy that actually connects-layered, purposeful, and built for every stage of the funnel - let’s talk.
